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Building a Firebrand: Controversial Sports Commentators Cultivating an Audience

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Building a Firebrand: Controversial Sports Commentators Cultivating an Audience BUILDING A FIREBRAND: CONTROVERSIAL SPORTS COMMENTATORS CULTIVATING AN AUDIENCE By ROBERT WINSLER A DISSERTATION PRESENTED TO THE GRADUATE SCHOOL OF THE UNIVERSITY OF FLORIDA IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF DOCTOR OF PHILOSOPHY UNIVERSITY OF FLORIDA 2018 © 2018 Robert Winsler 2 To Rachel, my parents, my sister, and grandparents 3 ACKNOWLEDGMENTS I would like to thank my dissertation committee. Dr. Rodgers understood my topic immediately which gave me confidence and he offered invaluable guidance both in meetings and notes along the way. Dr. Craig’s vast knowledge of the best readings to explain the political science portions were incredibly helpful. I would like to thank Dr. Wright for briefly becoming the committee chair demonstrating leadership is enriched by optimism. Lastly I would like to thank Drs. Tripp and Wanta. I nearly left the program after my first semester but Dr. Wanta’s patience with teaching me to be a better researcher and Dr. Tripp’s command of the classroom reignited my passion to pursue this dream. I would like to thank Nick Van Horn and Aaron Beveridge for their work on MassMine which is an amazing tool. I would also like to thank Dr. Pierre Charron and the National Research Council for use of their sentiment lexicon. Thank you to my parents for trusting me when I told them I would return to finish each degree along the way after taking time off and for never pressuring me to join the workforce full-time as I continued these academic pursuits. Finally, thank you to Rachel who I have promised in vain countless times that life gets less stressful but who still agreed to spend the rest of her life with me to see if, just maybe, one day I can follow through on that promise. 4 TABLE OF CONTENTS page ACKNOWLEDGMENTS................................................................................................. 4 LIST OF TABLES........................................................................................................... 7 LIST OF FIGURES ........................................................................................................ 8 LIST OF ABBREVIATIONS ............................................................................................ 9 ABSTRACT.................................................................................................................. 10 CHAPTER 1 INTRODUCTION ................................................................................................... 12 Purpose of Study ................................................................................................... 12 Significance of Study ............................................................................................. 13 2 LITERATURE REVIEW ......................................................................................... 15 History of the Networks and Shows ....................................................................... 15 ESPN .............................................................................................................. 15 Get Up ............................................................................................................ 17 Fox Sports 1 .................................................................................................... 21 First Take ........................................................................................................ 26 The Split .......................................................................................................... 29 Theory and Concepts ............................................................................................ 30 Definitions ....................................................................................................... 30 Social Identity Theory ...................................................................................... 33 Branding ................................................................................................................ 36 Awareness ...................................................................................................... 36 Personality ...................................................................................................... 38 Management ................................................................................................... 41 Loyalty ............................................................................................................ 43 Emotions ............................................................................................................... 44 Discrete Emotion ............................................................................................. 44 Anger .............................................................................................................. 46 Disgust ............................................................................................................ 48 Political Behavior ................................................................................................... 50 Rush Limbaugh .................................................................................................. 52 3 METHOD ............................................................................................................... 54 Content Analysis.................................................................................................... 54 Survey ................................................................................................................... 56 5 Psychologocial Continumm Model ......................................................................... 57 Structure ................................................................................................................ 58 Data Collection ...................................................................................................... 60 Hypotheses ........................................................................................................... 62 4 RESULTS .............................................................................................................. 65 Hypotheses Tested ................................................................................................ 65 Evidence of Psychological Continumm Model ....................................................... 71 5 DISCUSSION ........................................................................................................ 77 Industry Analysis ................................................................................................... 77 Commentator Loyalty Versus Favorability ............................................................. 78 Further Study ......................................................................................................... 80 Conclusion............................................................................................................. 81 APPENDIX A SURVEY ............................................................................................................... 82 B IRB PROTOCOL ................................................................................................... 83 REFERENCES ............................................................................................................ 84 BIOGRAPHICAL SKETCH ........................................................................................... 93 6 LIST OF TABLES Table page 4-1 Frequency of emotional charged words in commentators’ tweets ...................... 65 4-2 Emotional frequency from people tweeting at commentators............................. 66 4-3 Commentator favorability................................................................................... 67 4-4 Commentator viewing preference ...................................................................... 68 4-5 Respondents committed to the commentator .................................................... 69 4-6 Low social media interaction ............................................................................. 70 4-7 Commitment revisited ........................................................................................ 72 4-8 The importance of long-term commentator success .......................................... 72 4-9 Commentator loyalty influenced by peers .......................................................... 73 4-10 Commentator loyalty influenced by popularity ................................................... 74 4-11 Commentator absolute loyalty ........................................................................... 74 4-12 Commentator multi-platform preference ............................................................ 75 7 LIST OF FIGURES Figure page 3-1 The psychological continuum model. ................................................................. 58 3-2 Operationalization of psychological commitment ............................................... 59 3-3 Operationalization of fan behavior ..................................................................... 60 4-1 Statistically significant finding. ........................................................................... 68 4-2 The PCM revisited. ............................................................................................ 71 4-3 Commentator multi-platform. ............................................................................. 75 A-1 Survey ..............................................................................................................
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